DISCUSSION AND CONCLUSION 16 – 17

The literature on Virtual Try-On (VTO) technology discusses the Hedonistic and Utilitarian Shopping Value Theory. The hedonic value gained through VTO technology is described as an enjoyable shopping experience, or perceived entertainment value in the Technology Acceptance Model, or TAM (See Figure 2.1). Utilitarian value can be described as providing consumers with valuable information related to product attributes (size, colour, materials), that can also be identified as perceived usefulness and ease of use in the TAM theory (Zhang et al, 2019). Zhang et al. (2019) underpins this theory with the Uses and Gratification Theory, which investigates consumers’ motivations and attitudes towards online shopping and the impact on their purchase intentions. While this is an interesting theory to discuss, extensive literature has assessed the hedonistic and utilitarian theory which provides a better understanding of users’ experience and behaviour associated with the acceptance of VTO technology and its impact on purchase intention.

Figure 2.1. Virtual Try-On Acceptance Model (Kim and Forsythe, 2008)

2.1. HEDONIC VALUE Hedonic value gained from VTO technology is when the consumer enjoyed their experience. Prior studies discuss the vividness and interactivity of AR technology and its important role in the sensory experience of VTO, also known as presence (Kim and Jung, 2021). Research found that virtual presence has a direct positive impact on enjoyment (Leonnard, Paramita, and Maulidiani, 2019). However, this study lacks information on what kind of AR used in the survey and did not examine what specific factors affected consumer enjoyment and usefulness. Nevertheless, Kim and Jung (2021) conclude from this study that “AR can induce stronger emotions in consumers, such as enjoyment and curiosity, compared with online catalogues and elicit positive behavioural intention to visit offline stores.” Rather than using AR VTO technology, Kim and Forsythe (2008) used a virtually created model and they found that this can provide entertainment in addition to facilitating product evaluation, which in turn creates a positive attitude towards using VTO. While the research explains that VTO technology was seen as more entertaining, the functionality is enhanced when using interactive augmented reality and consumers can “enjoy immersing themselves in the virtual simulation” (Zhang et al., 2019). If consumers perceive their experience to be entertaining with the hedonic value gained through the technology, they are more likely to purchase that product.

H1: Consumer shopping entertainment enhanced by Virtual Try-On technology has a positive impact on consumer purchase intention